They get to work, finding phrases that contain these 13 words. Then, 25 minutes later, you have a wide assortment of phrases:

1. Fast Food, Food for Thought, Finger Food, Food Bytes/Bites.
2. Bite the Hand that Feeds You, Mega-Bites, Big Bite, Little Bite, Bite your Tongue, Overbite, Underbite, Bite Down.
3. Party Animal, Party Faithful, Life of the Party, Democratic Party, Republican Party, Independent Party, Party till you Drop.
4. Club Sandwich, Ham Sandwich, Chutney Sandwich, Hot Sandwich, Hero Sandwich, _Sandwich it in, Sandwich, Massachusetts.
5. Fresh Fruit, Fruitful Endeavor, Fruit Cocktail, Juicy Fruit.
6. Just Desserts, We’ll Dessert (Desert) You, Dessert (Desert) Storm.
7. Happy Meal, Meal-to-Go, Meal Deal.
8. On the Outs, Out to Lunch, Go Out of your Way, All Outdoors.
9. Eat Your Heart Out, Eat Hearty, Eat Somebody’s Lunch.
10. Chew on This, Chew Your Cud, Bite off More than You Can Chew, Chew-Chew (Choo-Choo), Here’s Something to Chew On.
11. Gobble Down, Gobble Up.
12. Sip a Straw, First Sip, Last Sip.
13. Easy to Swallow, Hard to Swallow.

A total of 57 phrases in all.

You ask the participants which phrases they think may be acceptable as headlines for the flyer. They select:

HAPPY MEAL MEGA-BITES CHEW ON THIS CHEW-CHEW

EAT OUR LUNCH

The first decision is to decide on one. You are looking for a headline with an alternate meaning, to intrigue readership. EAT OUR LUNCH fits the bill. Its more common colloquial meaning is to beat someone badly in a contest. But alternately, it contains a clear invitation.

The Creative Advertising #4 exercise also provides vocabulary for the flyer, and the message goes together easily from the facts list and the participants’ phrases.

Eat Our Lunch!

The annual picnic will be held
the third Saturday of June,
from 1200 (noon) to 1600 (4 pm)
rain or shine (we’ll have a tent).

Please bring your family or a friend,
and a dessert to share.

The company will supply
sandwiches, salads and beverages.

The message ends abruptly. You realize, too, that the company needs a head count on how many people will attend. So you make additions to the flyer, ending it with one of the phrases from the brainstorming session:

Let the director’s office know
by the 10th of June
how many people will attend.
This ought to be a very

Happy Meal!

Brainstorming has stimulated your thinking outside the box. Instead of sending the invitation as a flyer, you envision printing it on a folded paper napkin, with EAT YOUR LUNCH on the outside, and the message inside. You’ll use corporate colors to give it a company feel.

The above scenario suggests a way to maximize internal communications. First, it includes employees in the planning process, giving them an opportunity to buy into the project. Next, it provides employees with participatory opportunities, strengthening company ties.

Third, it utilizes corporate training, the Creative Advertising exercises, to arrive at a creative solution for the communication. The group who worked on the project feels pride _that their ideas were used. Printing their names on the back of the napkin can give them ownership of the project and recognition within the company, a morale booster.

Finally, using creativity for internal communications gives the message higher impact within the company.

This approach can work well in generating names for a corporate newsletter, corporate incentive programs, employee handbooks, and other internal communications publications.

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